Online video has become an increasingly important part of the B2B marketing mix. And a new report from the Web Video Council, ReelSEO and Flimp Media proves it: 93 percent of marketers use online video, and 82 percent indicated that it has had a positive impact on their businesses.
"First, video production costs have fallen rapidly due to the introduction of low-cost, high-quality video cameras, including smartphones capable of shooting HD quality video," the report said. "…Second, the proliferation of self-generated videos produced for video-sharing sites and social media sites is driving up the number of videos produced."
"2013 Online Video Marketing Survey and Business Video Trends Report"—which polled 600 marketers, a majority of whom (52 percent) were B2B—found that marketers are increasing their spending on video as well. Seventy-one percent of marketers said they are spending more on video this year than last, with just 15 percent spending what they spent last year. A mere 1 percent said they would decrease spending on video this year.
For those that don't use video in high numbers, perceived barriers included cost of video production (37 percent), the fear of not being able to produce high-enough quality videos (27 percent) and technical challenges (22 percent).
"It will be interesting to see how the adoption of short form video via Vine and Instagram across the internet will affect these results in 2014," the report said.
The report also found that marketing professionals use video in a variety of ways, including posting video to their company websites (84 percent), posting videos to YouTube (65 percent) and posting to social media websites (62 percent).
It also showed that marketers are using video in email marketing efforts (60 percent), to explain new products and services (51 percent), lead generation activities (49 percent), online advertising (40 percent) and search engine marketing (32 percent).
-See the Web Video Council, ReelSEO and Flimp Media report
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